基于绿色营销视角的消费者品牌转换成本控制研究

消费者在由非绿色品牌向绿色品牌转换过程中可能会遭遇过高的转换成本，运用价值链成本控制理论能够控制绿色品牌转换成本。消费者品牌转换成本的管理可看作是企业价值链的延伸管理。降低消费者绿色品牌转换成本，需要对整个价值链所涉及成本都加以控制。程序性转换成本的控制应通过建立作业中心来控制企业的售前和售后两部分销售费用；财务性和关系性转换成本的控制则应分析研究竞争对手的价值链和行业价值链．优化企业价值链。

Research on Cost Control of Consumers Brands Switching Behaviors from the Angle of Green Marketing

There are high switching costs,which can be controlled with cost control theory under value chains,probably encountered by consumer from non-green brands to green brands.It is necessary to control all costs involving in the entire value chain for enterprises with higher green brands switching costs,because the cost control of consumer brands switching behaviors is the extension of value chains management.The procedural switching costs should controlled by establishing activity center to manipulate pre-sale ...